Burger King Is Now Selling a Mystery Burger for Those Who Like to Take Their Chances

Which bun's in the oven?

Congratulations, it’s a burger!

From now through Sept. 25, folks forking over 2 euros (about $2.40) at Burger King restaurants in France can get one of 10 signature sandwiches, selected at random and served in an unbranded white box.

For ad shop Buzzman, the promotion brought obstetrics to mind. So, it made a spot with a young couple visiting a doctor’s office to probe their mysterious bundle of greasy-cheesy joy:

Whatever it turns out to be, the important thing is: It’s healthy. Oh wait, scratch that—this is Burger King.

“We have to give people an opportunity to discover Burger King’s products, but without hard selling or aggressive promotions that are not good for the brand,” explains agency executive creative director Georges Mohammed-Chérif. “We have to do it in a creative way, to reach people and give them a very good reason to come and discover [menu items beyond the Whopper].”

Other brands have birthed ultrasound humor in recent years, notably Doritos, with this especially odd delivery from its 2016 “Crash the Super Bowl” contest.

Client: Burger King
Marketing Director: Béatrice Roux
Marketing Project Manager: Bérénice Charles
Marketing Project Manager: Stéphanie Peguet
Marketing Project Manager: Clémence Le Tannou
Marketing Project Manager: Carole Rousseau
Marketing Project Manager: Marine Dupas
Agency: Buzzman
President And Executive Creative Director: Georges Mohammed-Cherif
Vice President: Thomas Granger
Associate Director: Julien Levilain
Creative Director: Jean-Christophe Royer
Art Director: Julien Doucet
Copywriter: Lilian Moine
Art Director Assistant: Thibault Picot
Copywriter Assistant: Rayene Ait Tahar
Account Director: Pierre Guengant
Account Manager: Loïc Coelho
Account Executive: Clémence Gateau
Account Executive Assistant: Antoine Boizeau
Strategic Planning: Julien Pacull
Head of Social Media: Julien Scaglione
Social Media Manager: Marie Le Scao
Social Media Manager: Elise Lassimoulie
Head Of Pr & Communication: Amélie Juillet
PR & Communication Assistant: Victoria Morin
PR & Communication Assistant: Kenza Bennani
Head Of Tv Production: Vanessa Barbel
Tv Production: Géraldine Bourguignat
Production: Bollywood
Director: Jan Boon
Post Production: Firm

Don't miss the Brandweek Sports Marketing Summit and Upfronts, a live virtual experience Nov. 16-19. Gain insights from leading sports figures on how they navigated a year of upsets and transformation and what's in store for the coming year. Register

@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.